We created a live campaign by opening the pop-up Somersby Campaign Office in Copenhagen - four weeks before the shift to summer time - from where our Campaign Assistant would lead the national rally for an extra week of summer.The campaign was kick-started by a TV commercial introducing our ‘mission’ leading people to our website from where our Campaign Assistant was live streaming every day during the campaign period constantly reminding everyone to join the rally on Facebook. Just as if he had a direct phone line for everyone to call him directly.We held rallies around the major cities, live streamed to online banners, used posters, TV, outdoor and added extra clocks on train stations to generate PR and awareness about the new date for the shift to summer time and to prove our mission.

In total the campaign delivered a high level of target group involvement; an effect traditional media would not have delivered.

Total communication awareness rose 40% during the campaign period, and total brand awareness rose 10% and reached an impressive total of 99%. Recent trial rose 30% while brand loyalty rose 50%. People followed the live streaming on Somersby.dk in more than 250,000 viewer minutes.Danes craving summer overran the Campaign Office that was open for everyone to visit, and we handed out more than 4,000 Somersby Ciders, held more than 30 sponsored competitions, got spontaneous visitors and planned guests, dances, poetry, concerts and a bunch of other summer activities.